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Miracle Lawn Care 6
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9 Graphics Research
10 Question 1
11 Text vs. Graphic
Question 2 12
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14 Same Information But Different Emotional Responses
Why Should You Care? 15
Graphic Benefits Your document and its graphics may form the audience s first impression of you. (First impressions are lasting impressions.) Graphics give you the chance to highlight your: 16
17 Text Description
18 Graphic Description
Define Your Scheduling Assume an average of 4 hours/graphic (includes revisions) Assume an average 8 pages/hour for page layout (don t forget to multiply total page count by the number of iterations) Assume 1 graphic/page or slide Assume 1 page/minute for full color printing (adds time for the unexpected) Communicate your needs and timeline to your design/production resource (defines scheduling, staffing, and manages expectations) 19
Define Look and Feel Do you have a preconception? 20
Styles Traditional Corporate Cutting-edge 21
Styles (cont.) Vector Imagery Rasterized Imagery Example: Clip Art Resolution independent Easily manipulated Visually more rudimentary Example: Photograph Resolution dependent (file size varies greatly when creating) Time consuming to manipulate More visually appealing (if done improperly, less communicative) 22
Colors Basic Color Theory ROY G BIV Color consists of 3 variables Hue where the color appears in a rainbow Saturation how intense the color is Value how light or dark the color is Complementary and Analogous Colors Color = Mood Red = Empowering, bold Orange = Warmth, happiness Yellow = Happiness, energy Green = Balances, refreshing Blue = Relaxing, cool Violet = Comforting White = Pure, associated with cleanliness Black = Authoritative, shows discipline 23
Fonts Fonts 2 types of fonts Serif (ex. Times) = Easiest to read for large quantities of text Sans Serif (ex. Arial) = Best for clean looking, modern oral presentations Choose font styles for specific instances Regular, bold, italic, bold italic Leading (line spacing) When delivering an electronic format it is best to use a ubiquitous font so that font substitution does not occur. (I suggest Times and Arial. If you are delivering a PDF, be sure to embed the fonts.) serif sans serif 24
Icons Icons Iconify repeated elements or concepts Create a library when necessary 25
Icon Samples Vector Icons Raster Icons 26
Image Resolution Resolution quality of an image referred to as DPI (dots per inch) or PPI (pixels per inch) (A low resolution image will appear jagged especially around curves; however, it will have a smaller file size.) Dimension size of the final image, such as 7.5 x10 Remember the differences between vector (resolution independent) and raster (resolution dependent) 27
Templates Create a template that includes: Color palette Fonts Icons and other repeated graphic elements Graphics samples All data that helps maintain consistency Templates help ensure a professional, compelling, easy-to-follow story Be consistent! Keep icons, colors, formats, etc. consistent. (The reader assumes a change in style = a change in meaning.) 28
Legibility Legibility Be sure to use light fonts on dark backgrounds or dark fonts on light backgrounds No busy backgrounds Wordy slides or graphics distract from the message 29
Legends Use legends sparingly Legends are difficult to follow When possible label the elements 30
Your Story Keep the story simple Don t over complicate the visuals with too many variables For complex ideas, create an overview graphic and use detail graphics to show complexities Note: The main portion of this graphic would be smaller and the detail portion would be larger in an actual proposal. 31
Animations Use animations sparingly Use basic animation techniques to ensure predictable playback: Built in PowerPoint animation effects Animated GIFs (however, playback speed is often inconsistent) High-end animation needs additional resources: AVI movies needs appropriate multimedia settings on and needs AVI movie included Quicktime movies needs Quicktime application and needs Quicktime movie file included Flash movie needs Flash player and needs Flash movie file included 32
33 Animation Example
Critique The following two slides contain graphics that have design and layout problems Your assignment: Identify any inconsistencies and stylistic issues Provide possible solutions 34
Critique Bad Version of Graphic 1 35
Critique Good Version of Graphic 1 36
Critique Bad Version of Graphic 2 37
Critique Good Version of Graphic 2 38
39 www.billiondollargraphics.com Contains the secrets you need to succeed.
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Questions and Answers 41 mike@24hrco.com or (703) 533-7209